Wrigley and DDB Sydney have evolved the long-running ‘Food Creatures’ campaign (running since 2007) to remind people of the oral care benefits of chewing after eating and drinking.

The ‘Food Creatures’ have this time been portrayed as a menacing gang of thugs, accompanied by a re-recorded version of ‘Bad Boys’ by Inner Circle. The message is underpinned by the re-introduction of the oral pH graph, to remind consumers that there is a serious, scientifically-proven rationale behind the fun and entertaining brand idea.

Simon Veksner, deputy ECD at DDB Sydney, commented: “Batman has The Joker, and Harry Potter has Voldemort – a great hero needs a great villain. It’s already the market leader, but we feel that these new meaner, nastier Food Creatures will help make an even bigger hero of Wrigley’s Extra.”

David Chriswick, planning director at DDB Sydney, added: “The challenge for us this time around was to balance the rational sciencey stuff with a short story that would stand out again and entertain. With a distinctive soundtrack and an edgier spin on these six inch celebs, I think we’ve done well and I’m confident that the ‘Eat, Drink, Chew’ message will be even more meaningful as a result.”